Manager, Commercial Analytics

Shahin Mirshekari

I find the story inside complexity. Design taught me how people see. Marketing taught me why people act. Statistics taught me how to test what is true. Today, I bring all three together to transform complex information into decisions, products, and experiences people can understand.

Manager, Commercial Analytics

Explore My Journey View Selected Work Download Résumé Connect

Career Timeline

Two chapters, one throughline.

Scroll to move through the story before and after moving to the United States — one identity, built by integrating design, marketing, and analytics rather than trading one for another.

Oct 2010 – Jan 2018

A systems engineer's foundation

Azad University of Tehran North Branch, Tehran, Iran

Before design or marketing entered the picture, the foundation was industrial engineering — a formal, methodical way of thinking about complex systems that would later underpin every dashboard and KPI tree.

Bachelor of Science in Industrial Engineering — System Analysis (Oct 2010 – Jan 2015)
Master of Science in Industrial Engineering — System Optimization (Oct 2015 – Jan 2018)

Feb 2019 – Dec 2019

Digital Marketing Manager

Shadzi App, Tehran, Iran

The first hands-on marketing role — growing an app's audience from nothing, using research and content strategy instead of a media budget.

Grew brand awareness from 0 to 6,000 followers through market research and targeted content strategy
Added 2,000 new followers in two months, entirely organic with zero paid budget

Dec 2019 – Jun 2021

Post-Graduation Degree in Graphic Design

INVERSE School of Digital Art, Tehran, Iran

Formal training in visual design and communication — studied at the same time as running marketing and branding for Oro Gold Gallery, design and marketing quite literally side by side.

Dec 2019 – Jun 2021

Digital Marketing & Branding Manager

Oro Gold Gallery, Tehran, Iran

Where creative marketing work started leaning on structured measurement — data governance and dashboards replaced gut instinct for the first time.

Directed integrated marketing campaigns and A/B testing, leading a team of 8 to a 500% increase in sales within 12 months
Owned digital transformation, social media rollout, influencer partnerships, brand identity, and campaign analytics
Introduced data governance with custom dashboards and a 500-point process manual, lifting team efficiency by 25%

Moving to the United States

A new country. A broader perspective. A journey that began in Pittsburgh, driven by ambition, shaped by opportunity, and inspired by the pursuit of bigger dreams and broader horizons...

Aug 2021 – Dec 2022

Master of Science in Marketing Science & Business Analytics (STEM)

Katz Graduate School of Business, University of Pittsburgh

Two disciplines, one degree — marketing and analytics studied side by side, formalizing years of self-taught instinct into a rigorous, STEM-designated curriculum.

Feb 2022 – Jan 2024

Communications Consultant & Digital Marketing Specialist (Part-time)

University of Pittsburgh, Swanson School of Engineering

Applied the coursework immediately — building the data and journey-mapping infrastructure the Career Development Center still runs on.

Designed a database tracking alumni career outcomes so the Career Development Center could measure its own performance
Designed an interactive customer journey map used by 1,000+ students, drawing 5,000 page views a week and lifting engagement 150%

May 2022 – Aug 2022

Digital Marketing Analyst Intern

PPG, Pittsburgh, PA

A concentrated season in paid-media measurement — Google Ads, A/B testing, and dashboards built for product managers, not marketers.

Ran data-driven Google Ads strategies that lifted Quality Scores by 15% through bid modification
Conducted A/B testing and modeled campaign effectiveness across sales touchpoints to inform regional strategy
Built Google Looker Studio dashboards giving product managers unified KPI visibility

July 2023 – October 2026

Data & Insights Analyst — Asentech

Asentech LLC, Somerville, NJ

Pharmaceutical advanced analytics: leading the Advanced Analytics workstream and turning claims, CRM, and digital engagement data into executive dashboards and decisions.

Lead the Advanced Analytics workstream, managing a team of analysts delivering tailored dashboards for pharmaceutical and healthcare leadership
Collaborated with the technical team to design a GenAI-powered chat assistant on top of the customer database, improving data accessibility
Built and maintain interactive dashboards in Power BI, Looker Studio, and Tableau for stakeholders across the business
Analyze marketing, sales, EMR/EHR, and third-party claims data with statistical methods, contributing to strategic decisions with 90%+ accuracy
Partnered with data engineers to automate end-to-end ETL pipelines in SQL and Python, cutting report-generation time by 70%

October 2026 – Present · Remote

Manager, Commercial Analytics

Commercial Operations

Leading commercial analytics that transforms complex sales, customer, and market data into focused strategies for improving performance, allocating resources, and uncovering growth opportunities.

I partner with commercial leadership and cross-functional teams to advance sales-force effectiveness, territory strategy, customer segmentation and targeting, performance measurement, and go-to-market decision-making.

Sales PerformanceTerritory StructureCustomer SegmentsCRM ActivityMarket DataIncentive Performance

Commercial Analytics System

FocusGrowthCommercial Impact

From Insight to Commercial Impact.

My Intersection

Design, marketing, and analytics don't compete for my attention. They complete each other.

Each lens sees something the others miss. Together they form a fourth capability: turning a business question into a decision.

Decision
Intelligence

Design

How information is perceived.

· Visual hierarchy
· Interface thinking
· Storytelling
· Experience design

Marketing

Why people act.

· Audience behavior
· Customer journeys
· Segmentation
· Engagement

Analytics

What the evidence reveals.

· SQL
· Power BI
· DAX
· Data modeling

Watch one business question move through all three lenses:

Capabilities

A constellation, not a percentage bar.

No skill bars here — capabilities are shown as a connected system, because that's how they're actually used.

Analytics & Technology

Marketing & Growth

Design & Storytelling

Leadership & Execution

Select any skill to see how it connects across disciplines.

Advanced Analytics — Asentech

Impact, in context — not just a number.

Pharmaceutical advanced analytics: turning claims, CRM, and digital engagement data into executive dashboards and decisions.

0–80

Analytical projects delivered

Across marketing, commercial, and executive reporting requests.

0

Interactive dashboards developed

Power BI experiences built for recurring executive decision-making.

0–4

Recurring weekly reports supported

Ongoing reporting cadences owned end-to-end.

100+0

Hours of responsive analytical support

Ad hoc analysis turned around for time-sensitive business questions.

Selected Analytics Work

Anonymized case studies.

No client names, patient-level data, or proprietary figures — the pattern of thinking is what's shown.

Confirm public-facing permission before adding real screenshots

Case study 01

Connecting customer interactions to commercial outcomes

“Do fragmented engagement, CRM, and digital touchpoints add up to a customer journey we can act on?”

Data complexity: Engagement logs, CRM activity, digital touchpoints, and sales signals lived in separate systems with no shared timeline.
Analytical approach: Combined the sources into a single sequenced journey, then classified accounts as new, sustained, or declining growth based on interaction patterns.
Visual solution: An interactive journey map that reads left to right in time, with growth state encoded by color instead of a table of disconnected metrics.
Recommendation: Prioritize outreach on accounts showing early decline signals rather than waiting for the outcome to show up in sales.
Business value: Turned fragmented activity into an interpretable story leadership could act on the same week.

Case study 02

Designing executive decision dashboards

“How do we move leadership from “what happened?” to “what should we do?””

Data complexity: Multiple data sources with inconsistent definitions of the same KPI across teams.
Analytical approach: Established one shared KPI system, then designed the Power BI experience around the three decisions leaders actually needed to make.
Visual solution: A layered dashboard: headline KPIs at a glance, with drill-down paths for anyone who needs the evidence behind a number.
Recommendation: Standardize KPI definitions before adding more visuals — clarity came from agreement, not more charts.
Business value: Replaced competing spreadsheets with one dashboard multiple teams now trust as the source of truth.

Case study 03

Finding opportunity inside market decline

“Inside an overall declining market, which accounts are actually at risk — and which are quietly gaining?”

Protect

Rescue

Monitor

Deprioritize

Data complexity: Aggregate trend data masked meaningful variation at the account level.
Analytical approach: Segmented accounts and layered risk and opportunity signals on top of the segments instead of relying on the topline trend.
Visual solution: A segmentation matrix that separates “declining market” from “declining account,” surfacing bright spots hidden inside bad news.
Recommendation: Redirect commercial attention toward the segment gaining share, not just the segment losing the least.
Business value: Gave commercial teams a specific, defensible place to focus instead of reacting to the topline number.

Case study 04

Resolving data-quality and identity problems

“Can we trust this number, and if not, what would it take to?”

Matched82%

Fuzzy, reviewed11%

Unresolved7%

Data complexity: Mismatched identifiers and incomplete source coverage were producing numbers that didn't reconcile across systems.
Analytical approach: Investigated the mismatches directly, established defensible analytical logic for what could and couldn't be reconciled, and documented the limitations.
Visual solution: A before/after data-quality map showing exactly which records were resolved, excluded, or flagged — and why.
Recommendation: Ship the analysis with its limitations stated plainly rather than either hiding the gap or blocking on a perfect fix.
Business value: Preserved business usefulness and trust in the analysis without overstating what the data could actually support.

Digital Fingerprints

Evidence of thought, not decorative screenshots.

Select an artifact to see the question behind it. All snippets use abstract or sample data.

Raw Data

Structured Analysis

Visual Insight

Business Decision

The thinking behind it

What question was I trying to answer?

Are accounts sticking around after the first touch, or is engagement one-and-done?

What was unclear?

Whether 'active' should mean any touch, or a qualifying threshold of touches.

How did I structure the problem?

Defined a cohort by first-activity month, then measured retention by month offset.

What decision did the work support?

Set the retention threshold used across every engagement dashboard downstream.

How I Work

A living loop, not a list of adjectives.

These are observable behaviors, not generic strengths — the operating system behind every project on this page.

Step 1 of 6

Ask the real question

The stated request is often a proxy. Naming the real question first prevents a technically correct, practically useless answer.

Highly accountableNaturally curiousDetail-oriented without losing sight of the business goalComfortable owning ambiguous problemsPersistent when data or requirements are unclearProactive about identifying inconsistenciesDirect but diplomaticReliable under pressureVisually attentiveBusiness-mindedCollaborative across technical and nontechnical teamsFocused on making work useful, not merely technically correctWilling to challenge assumptions respectfullyProtective of accuracy and credibilityContinuously improving communication and technical skills

Communication & Storytelling

The same finding, in three languages.

Value isn't limited to producing the analysis — it's helping people understand what it means.

The finding

Engagement is up 12%, but conversion is down 4% for the same accounts.

Touchpoint volume increased 12% quarter-over-quarter, while the conversion rate for the same account cohort declined 4 percentage points, concentrated in the mid-funnel stage.

Shahin Mirshekari

A systems engineer's foundation

Digital Marketing Manager

Post-Graduation Degree in Graphic Design

Digital Marketing & Branding Manager

Moving to the United States

Master of Science in Marketing Science & Business Analytics (STEM)

Communications Consultant & Digital Marketing Specialist (Part-time)

Digital Marketing Analyst Intern

Data & Insights Analyst — Asentech

Manager, Commercial Analytics

Connecting customer interactions to commercial outcomes

Designing executive decision dashboards

Finding opportunity inside market decline

Resolving data-quality and identity problems

Ask the real question

The next chapter should be built around meaningful problems.